Ben Shneiderman’s quote captures the essence of the 10 point manifesto below. Our Web Analytics dashboards should only look to provide insight and not simply regurgitate the raw data pulled out of clickstream.  Without further ado, here are Manuel Lima’s proposals:

• Form Follows Function

  “The purpose should always be centered on explanation and unveiling, which in turn leads to discovery and insight.”

• Start with a Question

  “You should always have a defined query to drive your work.”

• Interactivity is Key

  “By employing interactive techniques, users are able to properly investigate and reshape the layout in order to find appropriate answers to their questions.”

• Cite your Source

  “Information Visualization, as any other means of conveying information, has the power to lie, to omit, and to be deliberately biased. To avoid any misconception you should always cite your source.”

• The power of Narrative

  “Your project should be able to convey a message and easily encapsulate a compelling narrative.”

• Do not glorify Aesthetics

  “It should always be seen as a consequence and never its ultimate goal.”

• Look for Relevancy

  “If the relevancy ratio is high it can increase the possibility of comprehension, assimilation and decision-making.”

• Embrace Time

  “We should always consider time when our targeted system is affected by its progression.”

• Aspire for Knowledge

  “A core ability of Information Visualization is to translate information into knowledge. It’s also to facilitate understanding and aid cognition.”

• Avoid gratuitous visualizations

  ” In the context of Information Visualization, simply conveying data in a visual form, without shedding light on the portrayed subject, or even worst, making it more complex, can only be considered a failure.”